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Is so beautiful and of 
such quality that it is 
extensively used on the 
most costly residences, 
yet is so reasonable in 


cost that those of moder- 
ate means find its use 
true economy 


MANUFACTURED BY 


AMERICAN MATERIALS Co. 


101 Park AVENUE 
NEW YORK, N. Y. 


A Beautiful 


Home 


T is a natural ambition to own a beautiful, 
comfortable and substantial home. One you 
can be proud to possess. And nothing 

expresses more thoroughly your ideas of beauty, 
comfort and permanence in your home than an 
exterior of Elastica. It harmonizes with your 
ideals, illustrates your ambitions, and realizes 
your hopes. It strikingly shows good taste and 
good judgment. And an Elastica exterior is per- 
manent. 


Today there is a marked tendency to place 
all exterior wall coverings, and so-called stuc- 
coes In the same category, often to the detriment 
of really worth-while materials. But there is a 
vast difference. The building of a home is so 
infrequent, so important that the material for 
the exterior should be selected only after your 
careful analysis. 


Elastica Permanently 


Beautiful 


LASTICA is distinctively individual. It 
should not be confused with ordinary 
stucco. It is durable and offers beauty and 
variety in its finishes, tones and color schemes. 
There are many reasons why this ideal exterior 
wall covering is lasting in body strength and 
permanent in beauty. 

Briefly, Elastica is waterproofed, fireproof, 
stainproof and crackproof—and no part of the 
manufacture of Elastica is entrusted to the 
possible inexperience or inadequate equipment 
of the man at the mixing box, because it comes 
completely mixed—nothing to add but water. 


Page Three 


Elastica is Permanently 


Waterproofed 


HETHER or not a material for exteriors is 
immune to water is the ‘“‘acid-test’’—a factor 
of utmost importance in determining the merit of the 


material. 


When water penetrates an exterior stucco and gets 
to the lath, the stucco deteriorates; for water expands 
wood and metal lath will rust and corrode. 


Water cannot penetrate Elastica. The material 
is waterproofed with an integral waterproofing com- 
position that sheds water like an oiled surface. The 
waterproofing process used in Elastica is exclusively 
our own. Years of chemical research and large ex- 
penditures of money were employed in perfecting it. 
| ‘The success achieved has surpassed our most san- 
guine expectations. And as a consequence we are 
enabled to offer in Elastica a superior building prod- 
uct that is absolutely impregnable to water. 


Make this test yourself. Obtain a sample of 
Elastica; apply 
water to it in 
this manner as 
illustrated or in 
any other way. 
Take a sample 
from a job under 
construction— 
have the _plas- 
terer make a 
patty. Test it! 
Compare it with 
factory sample. 
Then apply the 
Same ces tao 
other — stuccoes. 


, , » Ordinar 
Elastica Stucco” | Satisfy yourself 
ae | that Elastica 


alone is water- 
proofed. 


Page Four 


100 SA. YARDS 


YW Ut Uda 
0 Square Yards to 


Vea LLM ALAA MMMM 


NEAREST | 
COMPETING PRODUCT 
65 SQUARE YARDS 
TO THE TON 


Superior Qualities of 
Klastica 


LASTICA’S composition is so far superior to 

that of ordinary stuccoes and other building 
exteriors that it “goes further’. Actual figures prove 
that a ton of Elastica covers fifteen square yards of 
surface more than a ton of its nearest competing 
product. (See chart). The consequent saving in 
material, labor and money is obvious. Elastica is 
not only superior in quality, but due to that supe- 
riority it costs from 15 to 25 per cent less to apply. 

Elastica is a non-conductor of heat and cold. And 
for that reason Elastica covered buildings are ideally 
comfortable all the year ‘round. Furthermore, 
Elastica expands slightly when it sets. This causes 
it to adhere closely to doors and windows, producing 
a compact, monolithic coat- 
ing through which neither 
cold nor heat can penetrate. 
Consequently, the heat gen- 
erated by the furnace is re- 
tained within the confines 
of the four walls. 

Elastica is absolutely fire- 
proof. The fire defying 
qualities of Magnesite 
(used everywhere as a fire 


Page Five 


brick in steel furnaces), 
asbestos fibre and_ silica 
glass sand are known. The 
use of these materials in 
Elastica not only provides 
positive security from fire 
but in addition results in 
lowered insurance rates. 
Elastica may be applied 

with thoroughly satis- 
factory results in extremes 

of temperature—winter or summer. Even in the 

dead of winter when ther- 

mometers register many 

degrees below zero and all 

other building enterprises 

areatastandstill, Elastica 

construction goes along 

unhampered. Builders (8 

who use Elastica need te, = 4 

neverfearthatunforeseen ¢@ Prime /- 

weather conditions will | (Saves Insurance 

interfere with their plans. 


Convert That Old House 


Into a Permanently Beautiful Home 


O away forever with the bug-bear of annual 
paint bills, expensive repairs and constant 
depreciation. Transform that weather-worn dwell- 
ing into a permanently attractive and up-to-date 
residence—warm in winter and cool in summer. 
Modernize it with Elastica, The Ideal Exterior Wall 
Covering. 

For what you would pay out in two seasons’ paint 
bills, Elastica will brmg your home up to date. It 
——————_——E ee will increase the value of 

your property from three 
to fourtimes the cost of its 
application and make you 
the owner of a beautiful, 
permanent building. 

Studythe photographof 
the old frame house repro- 


| 
| 
Mi 


. i +f SuSE a 7 
Sana p . duced on next page. Note 
‘No fepainting’ | lo Repaintin = 

] li is ~., the unkempt, weather- 


Page Six 


worn, unattractive appearance of the building. Paint- 
ing it a couple of times would scarcely improve it. 
And yet for approximately the cost of painting it 
twice, this sadly delapidated dwelling was transformed 
into the modern residence shown below. 


In bringing this building up to date a pure white 
Elastica finish was used. There are over seventy- 
five distinctively different Elastica finishes from 
which selection may be made—a color and tone for 
every taste. What Elastica has done for this house 
it has done for thousands of others. Let us show you 
how Elastica will modernize your home. 


Page Seven 


ELASTICA’S 
ACHIEVEMENT 


LASTICA is complete in a sack. Part 
for part it is factory mixed, propor- 
tioned and finished—a perfect prod- 

uct of skillful exacting chemists—the 
original magnesite chloride wall covering to 
be ‘shipped from factory to builder, a coher- 
ent whole, ““Complete in a Sack.” 

To the man who builds a home, to the 
architect who plans it and to the man who 
puts it up, this achievement of Elastica car- 
ries a message of importance. 

Heretofore it has been necessary that all 
magnesite wall coverings be delivered to the 
builder in two separate parts 
cement in sacks and the chloride of magnesia 
mixing compound in either drums, barrels 
or separate bags. This method of shipment 
left the responsibility of diluting, mixing and 
proportioning of complicated materials to 
the man at the mixing box—in other words, 
entrusted a highly important part of the 
material's Eanes to the inexperience 
and inadequate equipment of the man at the 
mixing box. To overcome this seemingly 
insurmountable difficulty the manufacturers 
of Elastica bent every effort that money 
and science could direct. After five years of 
persistent and costly research came success. 
And today Elastica, The Ideal Exterior 
Wall Covering, reaches the builder DRY 
and COMPLETE IN A SACK. Nothing 
to add at the job but water. Virtually, a 
“fool proof” exterior building material. 

This improved method of shipment al- 
together eliminates the element of chance— 
insures the absolute success of every build- 
ing project on which Elastica is used. Fur- 
thermore, because it does away with all 
chemical tanks and barrels, it saves—saves 
in freight—saves In drayage—saves in ware- 
house space and saves in cost of application 
—saves in material heretofore wasted 
through leaky tanks and containers. 

We invite your most thorough investiga- 
tion into the merits of Elastica and will 
gladly furnish you with copies of official 
fire and waterproofing tests together with 
any information you may desire. 


Page Eight 


COMPLETE IN A SACK 


insures Beonnnence cote 
comfort and lower cost 


